Millions of young people in England vape regularly. How can public health bodies and other organisations encourage them to act differently? Ed Gyde, CEO of Audience Social Marketing, discusses.
“Vaping is a way for adults to stop smoking… it’s not something for… children and young people to try.” (NHS)
I’m sure many of us would agree with this ‘official’ line on vaping. But at the same time, we need to wake up and smell the coffee (not the strawberry cheesecake vape fumes) to the current reality.
In this country one in 10 young people are now frequent vapers. And evidence shows the short-term effects include: headaches, dizziness and poor concentration as well as cough, sore throats and other respiratory effects. The long-term effects are unknown.
Out there in the real world, telling young people that vapes aren’t meant ‘for them’ isn’t persuasive AT ALL – given all the indicators are in the opposite direction. Vapes are seen as a commonplace ‘less risky’ social activity, a fun form of experimentation, and a stress reliever.
Teenagers see flavours and marketing seemingly targeted right at them, easy access in shops and online, endless peers and influencers trying out smoke ring stunts on TikTok, and their friends puffing away in the school toilets.
In recent times, teachers, parents and public health professionals have been on the frontline dealing with the impact of this emerging youth phenomena. And the UK Government’s response is fast coming down the tracks to support their efforts on a number of levels.
The Tobacco and Vapes Bill will crackdown on vape advertising, sponsorship and key youth-targeted marketing (such as vape give-aways) as well as strengthening sanctions against businesses who illegally sell vapes to young people. In addition, a new national youth vape education campaign ‘Love your lungs’ is set to be launched during 2025.
A literature review of 28 studies of youth vape education campaigns, conducted by Audience Social Marketing, found that the most effective initiatives:
- were developed together with young people
- avoided finger wagging and/or scare tactics but were very clear on the potential health risks
- were positive in tone and provided support for young people to both resist peer pressure and kick the habit
- were based on behavioural theory
- had fun, interactive elements – including video games, quizzes, etc
- were executed where young people go – in schools, the community and online
Many lessons here ring true for any youth campaign – be clear on the benefits (and risks), communicate engagingly and non-judgementally, make it fun and interactive, but most of all, leave the audience to draw its own conclusions.
If we want to achieve a smoke-free generation – we need to be clear and realistic with young people about vapes – and co-develop campaign initiatives with them right at the centre. That’s what works.